Using Broad Targeting Without Control
Loose targeting can attract searches that are only partly related to the offer. Search term reviews and negative keywords are essential for protecting a limited budget.
Sending Every Ad to the Homepage
A specific landing page usually gives visitors clearer information and a more relevant call to action than a general homepage.
Running Campaigns Without Conversion Tracking
Clicks alone do not show whether a campaign is helping the business. Calls, forms and other valuable actions should be measured correctly.
Changing Too Many Things at Once
Frequent uncontrolled changes make it difficult to understand which decision improved or damaged performance. Use a structured testing process.